All in the Circle of Likeability

We are often asked about our philosophy regarding marketing and buying media. In general is, “it all works if used properly and all fails if used improperly.” While the message and brand must remain on point, how people use and consume each media is different. How to best engage with individuals changes from media to media. It is important to put the ‘who’ ahead of the ‘how many’. It is not about buying points, it is about buying people. Too many agencies and media buyers focus on the how many, when the focus should be on the ‘who’. Who can make the biggest impact, who is your customer, who is going to respond to the story better than others do? That is where buying programs (television), formats (radio), and sections (print) are important, then crafting the message to fit that targeted audience. This is how we not only handle our profit business clients, but our for non-profit clients as well, in this there really is not much difference between the two. Similarly, social media demands different messages depending on the social network. What works on Twitter will not work on Facebook, and what works on Facebook will not work as well on Twitter. It is about knowing your target audience and making sure that your message is correctly placed to intercept them, in a way that is appropriate, and that speaks to them.

Our philosophy on message is “be liked”! People spend time in places they like, they eat and spend money at places they like, they donate to programs and causes that they like. Creating an emotional connection and a ‘likable’ image resonates.

That is where the story comes in. We all like a good story and every business, organization, group and non-profit has one, it’s about getting to that core story and creating some very likable chapters out of them that will translate to the media buy, from the media buy to the targeted demographic and then back to the business. All in the circle of likability.

Table Rock Sports produced several thousand Southern Oregon high school football and basketball broadcasts on radio, then audio internet, for most of our 26 years. During that time we raised thousands of dollars ...

Paradux was perfect. They really listened to us, got to know our needs and our business. Most importantly, they got to know our personality and worked diligently to ensure our website reflected who ...

BBSI-Medford partners with Paradux Media because they possess the expertise, business approach, and local understanding of our market that directly complements the way that we conduct business ourselves. They have become an integral ...